Designing & Analyzing Customer Satisfaction
Are you responsible for gathering and analyzing Customer Satisfaction intelligence? Whether the economy is ‘up’ or ‘down’ all organizations need to understand how effective we are at performing in the eyes of our Customers, our Suppliers and our Employees.
Looking for a proposal or an expert in Customer Satisfaction surveying for your company, not sure how to go about writing a survey or interpret what does the survey tell you, contact us now! We are here to help.
Capturing Customer reality through Survey Design and Administration
As per Dr. Fred van Bennekom, a member of the OmniTouch Research Advisory Panel, surveying has become a commonplace tool on the business landscape. And despite – or because – of its popularity, it is often misunderstood and misapplied.
The reality of Customer surveying is that the organization must listen to Customers correctly. The greater risk than not surveying at all is to survey - but do it incorrectly.
That's where OmniTouch comes in.
We practice what we teach
We don't just design and administer survey programs we provide training courses in How to Design an Effective Survey Program and How to Analyze the Results of a Survey Program.
When working with Clients on Survey Programs, we bring that same knowledge and expertise to the Client's unique requirements.
The Survey Questionnaire – getting it right
Developing a Survey Questionnaire is deceptively simple – but the reality is that this process is full of potential pitfalls that can result in faulty findings. Working with Clients, we uncover the why of conducting the survey and what the organization hopes to achieve.
From this critical starting point, we determine the type of survey, the suggested media, and the information to be gathered and the appropriate rating scales.
We can help ensure a final Survey Questionnaire that captures the Customer's version of reality, including perceptions, attitudes and behaviours – whether or not we are involved in the actual administration of the survey itself.
Survey Administration – doing it right
The very process of administering a survey to Customers sets expectations that their input will be acted upon. And should there be serious issues or unhappiness at hand, a rapid service recovery escalation can rebuild trust and loyalty.
Operational efficiencies also come into play – well executed survey process, internal operational reporting and continuous improvement throughout the process ensure cost efficiency as well as documented learnings for ongoing or future survey work.
Our Approach to Fieldwork
As with our Mystery Shopper programs, OmniTouch International provides for a centralized management 'control' and a single point of contact for Client service for Customer Satisfaction Fieldwork.
At our strategically located headquarters in Singapore, our Service Excellence team manages all aspects of local and overseas fieldwork, monitors results, calibrates findings and uncovers insight that may be missed when program management is distributed.
As the Global Partner for ICMI, a member of the MSPA and developer of the Global Service Index (GSI), we work with only the best partners around the world to meet needs for regional and global studies.
Whether in English or across any of 15 different languages, our Singapore Centre of Service Excellence has the 'foreign talent' capabilities to monitor, translate and allow comparative analysis for Clients – further enhancing our single point of contact Client Service approach.
Comparing Research Methodologies – "A House Has Many Windows"
All research methods at hand have their pros and cons. The key is to initiate an array of complementary research methods to gain different perspectives into the Customer experience.
We like to say a house has many windows – and with OmniTouch, you have many windows available to shed light on your Customer experience. In addition to Survey and Mystery Shopper methodologies we provide for the following:
- Focus Groups – ideal for helping to develop specific questions for the Survey Questionnaire through provision of a 'directed discussion' amongst a small group of individuals. The dynamics of Focus Groups also provide contextual depth and the 'uncovering' of issues and topics that may otherwise remain hidden.
- Service Snapshot – ideal for establishing baseline and ongoing trending of Contact Centre performance through the monitoring and evaluation of ‘real’ conversations (by phone or email) between Customers and the Frontline.
- Voice of the Customer - Given that that the audit addresses a 'conversation' between the Customer and the Frontline Officer, some aspects of the Voice of Customer can also be captured such as their tone of voice, words used and obvious agreement (or disagreement) with the suggested solution to their enquiry.
This methodology is also extremely useful as an external benchmark against which to calibrate internally managed Monitoring & Coaching programs.
Looking for a proposal or an expert in Customer Satisfaction surveying for your company, not sure how to go about writing a survey or interpret what does the survey tells you, contact us now! We are here to help.